tailieunhanh - New Products Management - CHAPTER 18 MARKET TESTING

Tham khảo tài liệu 'new products management - chapter 18 market testing', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 18 MARKET TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. What Is Market Testing? Market testing is not test marketing! Test marketing is one of many forms of market testing -- others include simulated test market, informal sale, minimarket, rollout. Test marketing is also a much less common form now due to cost and time commitments and other drawbacks. Where We Are Today in Market Testing Scanner systems allow for immediate collection of product sales data. Mathematical sales forecasting models are readily available that can run on a relatively limited amount of data. We are “building quality in,” testing the marketing components of the product at early stages (ads, selling visuals, service contracts, package designs, etc.) rather than testing the whole product at the end. Increased competition puts greater pressure on managers to accelerate product cycle time. Market testing is a team issue, not solely in the province of the . | CHAPTER 18 MARKET TESTING McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. What Is Market Testing? Market testing is not test marketing! Test marketing is one of many forms of market testing -- others include simulated test market, informal sale, minimarket, rollout. Test marketing is also a much less common form now due to cost and time commitments and other drawbacks. Where We Are Today in Market Testing Scanner systems allow for immediate collection of product sales data. Mathematical sales forecasting models are readily available that can run on a relatively limited amount of data. We are “building quality in,” testing the marketing components of the product at early stages (ads, selling visuals, service contracts, package designs, etc.) rather than testing the whole product at the end. Increased competition puts greater pressure on managers to accelerate product cycle time. Market testing is a team issue, not solely in the province of the market research department. Decision Matrix on When to Market Test Cost and Time Savings High Low Stages of the product development cycle High Low Scope of Learning and Accuracy Figure How Market Testing Relates to the Other Testing Steps Figure Two Key Values Obtained from Market Testing Solid forecasts of dollar and unit sales volume. Diagnostic information to allow for revising and refining any aspect of the launch. Deciding Whether to Market Test Any special twists on the launch? (limited time or budget, need to make high volume quickly) What information is needed? (expected sales volumes, unknowns in manufacturing process, etc.) Costs (direct cost of test, cost of launch, lost revenue that an immediate national launch would have brought) Nature of marketplace (competitive retaliation, customer demand) Capability of testing methodologies (do they fit the managerial situation at hand) Types of Information That May Be Lacking Manufacturing process: can we ramp-up from pilot .